1. Chapter 14 - slide 1Copyright © 2009 Pearson Education, Inc.
Publishing as Prentice Hall
Chapter Fourteen
Communicating Customer
Value: Integrated Marketing
Communications Strategy

2. Chapter 14 - slide 2Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Communicating Customer Value: Integrated
Marketing Communications Strategy
• The Promotion Mix
• Integrated Marketing Communications
• A View of the Communications Process
• Steps in Developing Effective Communication
• Setting the Total Promotion Budget and Mix
• Socially Responsible Marketing
Communication
Topic Outline

3. Chapter 14 - slide 3Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The promotion mix is the specific blend of
advertising, public relations, personal
selling, and direct-marketing tools that the
company uses to persuasively communicate
customer value and build customer
relationships
The Promotion Mix

4. Chapter 14 - slide 4Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Promotion Mix
Advertising is any paid form of non-personal
presentation and promotion of ideas, goods,
or services by an identified sponsor
• Broadcast
• Print
• Internet
• Outdoor
Major Promotion Tools

5. Chapter 14 - slide 5Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Promotion Mix
Sales promotion is the short-term incentives to
encourage the purchase or sale of a product
or service
• Discounts
• Coupons
• Displays
• Demonstrations
Major Promotion Tools

6. Chapter 14 - slide 6Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Promotion Mix
Public relations involves building good
relations with the company’s various publics
by obtaining favorable publicity, building up
a good corporate image, and handling or
heading off unfavorable rumors, stories, and
events
• Press releases
• Sponsorships
• Special events
• Web pages
Major Promotion Tools

7. Chapter 14 - slide 7Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Promotion Mix
Personal selling is the personal presentation
by the firm’s sales force for the purpose of
making sales and building customer
relationships
• Sales presentations
• Trade shows
• Incentive programs
Major Promotion Tools

8. Chapter 14 - slide 8Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
The Promotion Mix
Direct marketing involves making direct connections
with carefully targeted individual consumers to both
obtain an immediate response and cultivate lasting
customer relationships—through the use of direct
mail, telephone, direct-response television, e-mail,
and the Internet to communicate directly with
specific consumers
• Catalog
• Telemarketing
• Kiosks
Major Promotion Tools

9. Chapter 14 - slide 9Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Integrated Marketing
Communications
• Consumers are better informed
• More communication
• Less mass marketing
• Changing communications technology
The New Marketing Communications
Landscape

10. Chapter 14 - slide 10Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Integrated Marketing
Communications
Integrated marketing communications is the
integration by the company of its
communication channels to deliver a clear,
consistent, and compelling message about
the organization and its brands
The Need for Integrated Marketing
Communications

11. Chapter 14 - slide 11Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Steps in Developing Effective
Marketing Communication
Identify the target audience
Determine the communication
objectives
Design the message
Choose the media
Select the message source

12. Chapter 14 - slide 12Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Steps in Developing Effective
Marketing Communication
Identifying the Target market
What will
be said
How it will
be said
When it
will be said
Where it
will be said
Who will
say it

13. Chapter 14 - slide 13Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Steps in Developing Effective
Marketing Communication
• Marketers seek a purchase response
that results from a consumer decision-
making process that includes the stages
of buyer readiness
Determining the Communication
Objectives

14. Chapter 14 - slide 14Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Steps in Developing Effective
Marketing Communication
AIDA Model
• Get Attention
• Hold Interest
• Arouse Desire
• Obtain Action
Designing a Message

15. Chapter 14 - slide 15Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Steps in Developing Effective
Marketing Communication
Message content is an appeal or theme that
will produce the desired response
• Rational appeal
• Emotional appeal
• Moral appeal
Designing a Message

16. Chapter 14 - slide 16Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Steps in Developing Effective
Marketing Communication
Rational appeal relates to the audience’s self-
interest
Emotional appeal is an attempt to stir up
positive or negative emotions to motivate a
purchase
Designing a Message

17. Chapter 14 - slide 17Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Steps in Developing Effective
Marketing Communication
Moral appeal is directed at the audience’s
sense of right and proper
Designing a Message

18. Chapter 14 - slide 18Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Steps in Developing Effective
Marketing Communication
Personal communication involves two or
more people communicating directly with
each other
• Face to face
• Phone
• Mail
• E-mail
• Internet chat
Choosing Media

19. Chapter 14 - slide 19Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Steps in Developing Effective
Marketing Communication
Personal communication is effective because
it allows personal addressing and feedback
Control of personal communication
• Company
• Independent experts
• Word-of-mouth
Choosing Media

20. Chapter 14 - slide 20Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Steps in Developing Effective
Marketing Communication
Opinion leaders are people within a
reference group who, because of their
special skills, knowledge, personality, or
other characteristics; exerts social
influence on others
Buzz marketing involves cultivating opinion
leaders and getting them to spread
information about a product or service to
others in their communities
Choosing Media
Personal Communication

21. Chapter 14 - slide 21Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Steps in Developing Effective
Marketing Communication
Nonpersonal communication is media that
carry messages without personal contact or
feedback, including major media,
atmospheres, and events that affect the
buyer directly
Nonpersonal Communication Channels

22. Chapter 14 - slide 22Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Steps in Developing Effective
Marketing Communication
Major media include print, broadcast, display,
and online media
Atmospheres are designed environments that
create or reinforce the buyer’s leanings
toward buying a product
Nonpersonal Communication Channels

23. Chapter 14 - slide 23Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Steps in Developing Effective
Marketing Communication
Events are staged occurrences that
communicate messages to target audiences
• Press conferences
• Grand openings
• Exhibits
• Public tours
Nonpersonal Communication Channels

24. Chapter 14 - slide 24Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Steps in Developing Effective
Marketing Communication
The message’s impact on the target audience is
affected by how the audience views the
communicator
• Celebrities
– Athletes
– Entertainers
• Professionals
– Health care providers
Selecting the Message Source

25. Chapter 14 - slide 25Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Steps in Developing Effective
Marketing Communication
Involves the communicator understanding the
effect on the target audience by measuring
behavior resulting from the behavior
Collecting Feedback

26. Chapter 14 - slide 26Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Setting the Total Promotion
Budget and Mix
Affordable budget method sets the budget at
an affordable level
• Ignores the effects of promotion on sales
Setting the Total Promotion Budget

27. Chapter 14 - slide 27Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Percentage-of-sales method sets the budget
at a certain percentage of current or
forecasted sales or unit sales price
• Easy to use and helps management think
about the relationship between promotion,
selling price, and profit per unit
• Wrongly views sales as the cause rather
than the result of promotion
Setting the Total Promotion Budget
Setting the Total Promotion
Budget and Mix

28. Chapter 14 - slide 28Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Competitive-parity method sets the budget to
match competitor outlays
• Represents industry standards
• Avoids promotion wars
Setting the Total Promotion Budget
Setting the Total Promotion
Budget and Mix

29. Chapter 14 - slide 29Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Objective-and-task method sets the budget
based on what the firm wants to accomplish
with promotion and includes:
• Defining promotion objectives
• Determining tasks to achieve the objectives
• Estimating costs
Setting the Total Promotion Budget
Setting the Total Promotion
Budget and Mix

30. Chapter 14 - slide 30Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Advertising reaches masses of geographically
dispersed buyers at a low cost per
exposure, and it enables the seller to repeat
a message many times
Shaping the Overall Promotion Mix
The Nature of Each Promotion Tool
Setting the Total Promotion
Budget and Mix

31. Chapter 14 - slide 31Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Personal selling is the most effective method
at certain stages of the buying process,
particularly in building buyers’ preferences,
convictions, actions, and developing
customer relationships
Shaping the Overall Promotion Mix
The Nature of Each Promotion Tool
Setting the Total Promotion
Budget and Mix

32. Chapter 14 - slide 32Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Sales promotion includes coupons, contests,
cents-off deals, and premiums that attract
consumer attention and offer strong
incentives to purchase, and can be used to
dramatize product offers and to boost
sagging sales
Shaping the Overall Promotion Mix
The Nature of Each Promotion Tool
Setting the Total Promotion
Budget and Mix

33. Chapter 14 - slide 33Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Public relations is a very believable form of
promotion that includes news stories,
features, sponsorships, and events
Direct marketing is a non-public, immediate,
customized, and interactive promotional tool
that includes direct mail, catalogs,
telemarketing, and online marketing
Shaping the Overall Promotion Mix
The Nature of Each Promotion Tool
Setting the Total Promotion
Budget and Mix

34. Chapter 14 - slide 34Copyright © 2010 Pearson Education, Inc.
Publishing as Prentice Hall
Integrating the Promotion Mix
Checklist
Setting the Total Promotion
Budget and Mix